Starbucks has teamed up with chinese tech giant alibaba to create a custom roastery AR (augmented reality) smartphone app allowing customers to walk around the store and point at different features. It delivers a tour of the store’s equipment as well as a digital menu.
Every step of the coffee roasting journey is explained through playful animation, letting users virtually see the beans as they travel through copper pipes and various gadgets. Along the way, customers collect virtual badges and once they’ve earned all of them,
they’ll receive a custom roastery social media filter to share.